In Lance Strait analysis of beer commercials in "Men, Masculinity and the Media" the reader is presented with the idea that beer ads set guidelines in what is necessary to achieve masculinity in view of other men. These ads tap into men's desire to always be in control, respected and looked upon by their peers. Advertisers goal is to install in us the belief that drinking beer and even just holding a beer bottle will …showed first 75 words of 810 total…

…showed last 75 words of 810 total…interpretation, this advertisement works on many levels and other semioticians like Kilbourne would definitely point out other symbols one might be concerned with. In our society where urbanism and technology have become the new way of life there are no rituals or guidelines for men in terms of masculinity. Men upon viewing this ad, and many others like it, may see beer as a right of passage or a way to adulthood for younger viewers.